The Group Field Project carried out was about to develop a comprehensive Business Plan for PT Purantara Mitra Angkasa Dua (PMAD) with an objective of recovering their favorable current business and financial performance to a healtier company that eventually achieving the company's vision and mission.

To understand the company's internal condition and its positions within the industry, we conduct both external and internal analysis. External analysis mainly reviews in-flight catering industry using Porter's Five Forces & the comparison with the main competitor and market leader, which is PT Aerowisata catering Services )ACS). While internal analysis covers SWOT (Strengths, Weakness, Opportunity & Threat) analysis, compnay`s competitive strategic, business operation, and financial performance, including Break Even Point (BEP) calculation.

It is clear that Company's opportunity to grow is still promising in view of the airline industry (as the customer of PMAD) still recording CAGR of the least 10% and there are only 2 (two) players in this industry, including PMAD itself. And the increasing economic position of Indonesia in Asia Pacific & Global business activities will certainly further enhance the flight traffic both local and international.

While through value chain analysis, we can identify major problems the compny facing, which are in business strategy, financial performance, operationprocurement efficiency and hR and organizational structure.

In summary, we recommend the company to stay in this industry and formulate some strategic initative to overcome the abovementioned company's major problems above as well as to capitalize the company's strength.

Therefore, we truly believe, with the consistent and discipline execution of above initatives; we can expect the company to recover the overall business and financial performance in 2-3 years time.





Research Location : PT. Purantara Mitra Angkasa Dua (PMAD)

Supervisor : Alex Iskandar Munaf

Accepted Date : October 16, 2010



Confidential until October 16, 2015.